Is SEO Right For You?
In July 2007 Google was the largest search engine on the planet, controlling more than 65% of the online searches.
 With more than 200 million searches per day, gaining exposure on the Google search engine is essential for any business serious about success in 2008 and beyond.
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Google is not only a profitable source of qualified prospects for nearly any business imaginable, but ranking in the top 5 positions for a competitive keyword phrase establishes credibility and market leadership - when a website visitor sees your website at the top of Google they assume that you are one of the leading companies in that space.
But with such large traffic volumes and opportunity for profit, the online landscape, in particular search engine optimisation, is becoming inreasingly competitive and will soon become unaffordable for most businesses.
SEO Will Soon Be Unaffordable For Most Businesses
Forrester Research, a leading online research company, estimates that e-commerce sales will reach $228 billion in 2007 and $316 billion in 2010, or 13% of all retail sales. With so much profit available in nearly all online markets, the competition is becoming so fierce that most businesses will find it financially impossible to compete online.
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Now, like radio, TV and informercials in decades past, there exists a unique opportunity for businesses to achieve top 5 rankings in Google, and profit from the ample website traffic available every second of every day.
But as each day passes, and larger corporations become aware of the critical importance of top rankings on search engines, it becomes more and more difficult to achieve a top 5 ranking and keep it.
It is now more important than ever to establish a presence online. Once you have secured your ranking in Google it is far easier to keep that ranking than to try and rank from scratch.
Understanding the True Value of SEO
Search engine optimisation (SEO) is the process of securing a top 5 ranking in Google, the leading search engine, for competitive keyword phrases. A competitive keyword phrase is a word or group of words that most people use to search for the product or service you offer. These keyword phrases are usually expensive in pay-per-click advertising, costing upwards of $2 per visitor.
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To determine the value of a top 5 ranking in Google, we take the estimated cost-per-click of an equivalent pay-per-click ranking, then multiply it by the traffic that you would receive from that ranking.
For example, let's say you were paying $2.50 per click for a website visitor through pay-per-click advertising, and you were receiving 100 visitors per day. The value of an equivalent ranking in the (free) search engines would be $250 per day.
Unlike paid advertising, such as pay-per-click advertising, where you are limited by your daily budget, with search engine optimisation (free listings) you are not limited by daily budgets and instead receive the maximum number of website visitors each day.
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Be Careful When Choosing A SEO Agency
Due to the fierce competition on Google, ranking your website requires the service of an  experienced search engine optimisation agency that has achieved results not only for other clients, but for themselves as well.
One of the biggest issues that holds most businesses from implementing an SEO campaign is that it will take an investment of time of between 3 and 12 months and an investment of capital of between $5,000 and $20,000 before a top 5 ranking is achieved.
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For this very reason, the importance of choosing the right search engine optimisation agency is critical to achieveing online marketing success. If you select the wrong agency, you won't know it was the wrong decision until 3, 6 or even 12 months down the track after spending thousands of dollars on SEO, without reaping the rewards of a top Google ranking.
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